Social media have become ubiquitous tools used by brands through their marketers, advertisers, and others in companies to communicate directly with consumers and build lasting relationships. These digital and social media tools are also important avenues for companies to educate consumers when it comes to brand protection and anti-counterfeiting awareness and practices, but are not often used.
What the Executive Education Training is About
This seminar provides brand protection and consumer education professionals with the tools necessary to communicate with consumers and other businesses via social media. The pre-conference will primarily focus on
Uses & Effect: providing an overview of social media uses and effects,
Leveraging for Brand Protection: the ways social media can be leveraged for consumer and brand protection purposes, and
Metrics for More Effective Communication: the different metrics available to track communication effectiveness and develop insights to better communicate directly with consumers.
Structure of Session & Outcomes
The seminar will entail 3 sessions, each led by a professional/scholar, followed by an interactive workshop that will apply the knowledge gained from the talk to each participant’s own work context.
Session 1: Overview of Social Media: What eWOM and Social Media Engagement Mean for Brand Protection
Interactive Workshop 1: Identifying Current and Desired Channels of Engagement
Session 2: Developing Social Media Strategy: Capitalizing on the Power of Content, Users, and Algorithms
Interactive Workshop 2: Setting Goals & Developing Strategies
Session 3: Measuring Social Media Effectiveness: How to Leverage Owned, Earned, and Paid Metrics to Building Engagement
Interactive Workshop 3: Setting KPIs In-line of Goals & Objectives
The anticipated outcomes are:
Develop a better understanding of the digital and social media environment and their powerful impact on people’s lives as well as brand communications;
Develop skills for integrating digital and social media into brand protection and consumer education programs; and,
Examine the breadth and depth of digital analytics as they pertain to measuring communication effectiveness as well as developing insights about consumers.
Who is Leading the Training